After securing $50 million in seed funding nearly a year ago, fashion-tech startup Daydream, founded by e-commerce veteran Julie Bornstein, has officially launched its AI-powered shopping assistant to the public in beta mode. The tool, designed to enhance the fashion discovery experience, allows users to interact with a chatbot to find clothing and accessories tailored to their personal style.
The AI assistant offers a fresh approach to fashion shopping by combining natural language queries and visual inputs. Users can describe what they’re looking for — for instance, “I need a dress for a summer wedding in Paris” — or even upload an image and add context through text. Based on the information, the chatbot surfaces curated results from a massive catalog of over 8,000 fashion brands.
Personalized Style Through AI
Upon signing up, users are asked to share details like their name, birthday, budget, and brand preferences. The chatbot then uses this data to create a unique “style passport” that shapes future recommendations. As shoppers interact with the app, Daydream learns from their preferences and feedback to fine-tune suggestions further.
The app also offers a daily feed of outfit inspirations, accessories, and styling ideas that match each user’s aesthetic. Shoppers can save items to collections and even tweak their search by using the “Say More” option to refine results — whether it’s to change color, cut, or occasion.
While Daydream does not yet support direct purchases within the app, clicking on a product redirects users to the respective brand’s website for checkout. The startup earns a commission from these transactions. Notably, new merchants can join the platform at no cost.
A New Take on Fashion Search
Julie Bornstein, who has held leadership roles at major fashion retailers including Sephora, Nordstrom, and Stitch Fix, highlighted that traditional e-commerce search tools have long struggled to deliver relevant results.
“Search in fashion has been too limiting. People were conditioned to type specific things like ‘red dress’ or ‘blue jeans’. But AI has changed the way users think about search,” Bornstein explained. “Now, you can simply describe your need — whether it’s an occasion, a vibe, or a specific requirement — and the system understands.”
Behind the Tech: Smarter Shopping with Visual Intelligence
Daydream’s newly appointed CTO, Maria Belousova, emphasized that the platform goes beyond keyword matching. The AI engine analyses intricate product details such as embellishments, fit, silhouette, and even social context — for example, identifying whether a dress suits a bride, a guest, or a partygoer.
The platform also uses visual recognition technology to interpret image-based queries, enabling users to find products that closely match their desired look.
What’s Next for Daydream?
Over the coming year, Daydream plans to roll out new features that give users more control. This includes the ability to block unwanted items — such as “no high heels” — and to receive styling suggestions based on existing wardrobe pieces. Additionally, the team is working on social sharing tools, allowing users to share wishlists and collections with friends and get buying advice.
One upcoming feature may allow users to personalize another user’s saved collection using AI, adapting styles to suit their own taste.
Competition in the Space
While Daydream is backed by strong e-commerce expertise, it is entering a competitive space. Other startups are also building advanced AI shopping tools, and major tech players like Amazon and Google are investing in AI-powered shopping assistants that work across multiple online stores.
Still, Daydream’s fashion-first focus, massive brand network, and personalized approach could give it an edge with style-conscious shoppers looking for a smarter, more intuitive online experience.
